National Culture Change Under Globalization: a Case Study of Taiwan and Heineken Beer Commercials

• Main Authors: Hsin-Yee Chen, 陳芯儀
• Other Authors: 作者未提供
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/16123002586083450262

碩士 === 銘傳大學 === 國際事務研究所碩士班 === 97 === The purpose of this study is to analyze national culture differences under globalization between Taiwan and the Netherlands by observing the TV commercials of their widely-known beers, Taiwan Beer and Heineken, during 2002-2008. This study also aims to explore the transformation of national culture under globalization, whether the differences are converging or diverging. Hofstede''s cultural dimensions and Edward T. Hall’s Cultural Context were applied in this study as supporting theories. Quantitative content analysis and qualitative interviews are applied in this study. The quantitative research 38 Taiwan Beer and Heineken commercials were chosen for samples, whereas the qualitative research interviewed 3 experts who had experience in producing Taiwan Beer and Heineken commercials. The results of statistic analysis indicated not all findings are conformed to Hofstede and Edward T. Hall’s National Culture Theory. Both Taiwan and the Netherlands showed low PDI; Taiwan showed collectivism, the Netherlands showed individualism; Taiwan appeared between MAS and FEM, the Netherlands appeared FEM; both Taiwan and the Netherlands showed low UAI; both Taiwan and the Netherlands appeared Short-term Orientation; both Taiwan and the Netherlands showed High-Context. Only “MAS and FEM” and “collectivism and individualism” showed similar results with Hofstede’s National Culture Theory. Other dimensions have different findings. Findings of this study indicate Hofstede and Edward T. Hall’s national culture theory cannot be adapted in all fields and globalization do waver National Culture partly. National culture differences still exist, but tend to converge. Keyword: national culture, beer commercials, globalization, cross-culture, cultural differences